The new sports pavilion that Atlético de Madrid will build next to its training facilities has begun with a naming dispute. Live Nation, one of the partners in the municipal concession for the venue, has shared images of the future stadium, with a projected capacity of 20,000 spectators, under the 'Madrid Arena' brand. However, this brand is already registered and in use by the Madrid City Council for years.

The current 'Madrid Arena' is a multi-purpose pavilion located in the Casa de Campo, owned by the municipality. Managed by the public company Madrid Destino, it has hosted numerous events and can accommodate over 10,000 attendees. Live Nation's commercial use of the name infringes upon the intellectual property rights of the council, which registered the trademark in 2005 and has renewed its ownership until 2025.

The pavilion advertised by Live Nation will be part of the concession granted by the Almeida Government to the Barsento group, which includes Atlético de Madrid, the promoter, and OVG. This infrastructure, built on the former aquatic center of a failed Olympic project, will be operated for the next 75 years. It is estimated that the private management of this space will generate up to 95 million euros annually in profits for its investors.